You wanted to see me sir?

Ah, yes! We’re facing a typical problem. As you know the current times are tough

& we need to maximize our marketing spends. So I was hoping for some suggestions

from your end as to how could we do that?

Sir, actually I wanted to discuss this with you. I’veset up a meeting with RC&M. They should be coming to meet us with an answer to this…

They have come up withsomething & want to present it to us…

Call them fast & let’s get going…

Solution for today’s problem has only One answer - Rural.

Whatsay?

Absolutely! And more so with what we have got to offer…

Welcome Gentlemen! Let’s get inside & talk…

So, what have you got to say?

Sir, as you know the tough times that we are in today requires us to choose our marketing spends carefully,

so we are here to present a plan whichnot only maximizes your returns but optimizes

your spends too!

We present “Grameeno Ke Beech - II”

Ok, go on…

It’s a syndicated Rural Fair initiative that gets the rural audience interact with various brands under one roof

The Concept

• Create a rural mela platform for such villages which are not much exposed to entertaining programs– And through this you get an opportune place & time to showcase

your products

• Syndicated activity in alliance with various participants

• Reaching out to the audiences between 10k - 20k population

• Beauty of this project being the entire mela set-up moves from one village to another

• Involve the entire family forthe entire day in an atmosphere created to enjoy, interact, understand & breathe the products

• Generate higher trails & brand recall

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It involves…

• Cost effective consumer contact activations

• Innovative interaction opportunities

• Higher possibilities for new acquisitions

• On spot product experience

• Trade possibilities

• Positive recall and

• Qualitative data capturing

Interesting! Now tell me more about Grameeno Ke Beech - II

Before we proceed to that, let’s have a small recap

on GKB - I

Project Details

• States covered : U.P , Punjab & Haryana

• Year : 2002

• Participants : TVS, M& M, HLL, TI Cycles, Parle SIFPSA, Maruti, Nirma, GPI,

Colgate etc

Project Coverage

State Event Villages

Satellite Villages

U.P 900 2700Punjab 400 1200Haryana 400 1200

Project Reach

• 7000 villages in 3 states

• Merchandising & stock replenishment in 35k retail outlets

• 60 lac rural audience interacted with varied brands

• Product trail by every 3rd participant in the Mela

Business generated

• HLL (Beverages) generated sales for Rs. 5000/- per day

• TVS generated around 1 lac enquiries & increased footfall at the Dealerships

• Parle generated sale of Rs. 34 lacs

• Nirma generating sale of Rs. 2000/- day

RC&M Bagged RMAAI Awards 2006 for most effective use of Event Marketing and Best implementation of the year for GKB

Moving on to GKB - II, ourfirst step is to prioritize those states where we want to go…

Effective parameters for prioritizing states

• Electrification levels

• Literacy levels

• Measure of urbanization

• Media exposure

Priority states

• North– Rajasthan– UP

• West– Gujarat– Maharashtra– MP

• South– Karnataka– AP– TN

States at a glance

• Highest spending capacity lies in the bracket of 10-20K pop strata

• Hence, our GKB-II universe is as shown

State No. of DistrictsNo. of Tehsils Below 2k 2k-5k 5k-10k 10k-20k 20k+ TotalUP 70 299 89693 16752 2421 522 285 109673Rajasthan 32 257 34690 4426 647 149 152 40064Gujarat 25 277 13707 4024 801 195 150 18877Maharashtra 35 350 35936 5888 1057 321 260 43462MP 45 259 52231 3631 448 190 135 56635Karnataka 27 175 24617 3779 704 192 199 29491Andhra Pradesh 23 1109 19506 6789 1776 440 332 28843Tamil Nadu 30 201 10487 4802 1386 389 225 17289

Total No. of Village under different Pop Criterion

Our proposed coverage…

Proposed coverage

• 5 common priority states

• Total coverage of 600 villages across 5 states

Arriving at the village short-list

• To be brought down to 600 villages in 5 most-common participation states

State No. of villagesUP 522Rajasthan 149Gujarat 195Maharashtra 321MP 190Karnataka 192Andhra Pradesh 440Tamil Nadu 389Total Villages 2398

• To be brought down to 600 villages in 5 most-common participation states

This sounds very good to me but there have been others who have

misled me…

Sir we have a nice plan for you blah blah…

Flashback

You have completely messed up on theplan that you showed me…

Now it’s time for you to pay…

That is the difference between RC&M & others..

We understand your business like partners

GKB - II is a plan which ensures maximizing returns…

Also optimizing costs as overall cost is shared by all clients…

Ok, go ahead. I have a small task of my own to do…

Go, tell your boss that I’ve found a better agency…

%^#@…WHO IS IT?

To be continued…